China's cross-border consumption broke 30 billion yuan ($4.91 billion) last year and is expected to reach 100 billion yuan this year, says Tao Guangquan, head of the international department of Secoo, a professional luxury goods service provider based in China.

"Luxury goods make up a large part of cross-border consumption, and many e-business giants, such as Tmall and eBay, have opened global purchase channels for Chinese customers," says Tao.

Chinese customers can buy foreign goods on these online channels at a favorable price.

Latest design and discounts are main reasons behind the popularity of the online cross-border consumption.

"There are things abroad that can't be bought in the Chinese mainland, even at full price, and the European market has regular discount seasons every year," says Tao.

"Chinese customers can just send web links of the items they have their eyes on to a cross-border luxury goods service provider, and have them delivered home."

Most of the buyers flock to foreign countries, especially those in Europe, during major holidays abroad, such as Christmas, to make big purchases of luxury items when discounts are available, and then sell them on to Chinese customers, while some buyers establish branches overseas to offer customized service.